For World AIDS Day, Escala Comunicacao e Marketing unveiled a self-standing billboard with AIDS spelled in yellow condoms. The client was the Health Secretariat of Rio Grande, Brazil.
Something like 500 condoms were distributed. All told, this promotional collage says more than 8000 pedestrians “interacted” with the poster.
We always get a little sketched-out about the word “interact.” If only 500 condoms were available, how did thousands interact with the billboard? Did they lean against it? Take pictures of it? Yell at kids or beat up cops in front of it? Sell their freely-acquired yellow condoms to peers?
The world may never know.
Update: A representative for Escala explained that the condoms were replaced everytime AIDS vanished from the board. That’s kind of poetic.
